It has been published online and should be is now out in print as well. Here is the abstract of the paper.

Abstract

Developing switching barriers to retain customers has become a critical marketing strategy for online retailers. However, research on the role of switching barriers in e-retailing is still limited. Recent trends show that when competitors are just one click away, it is questionable if customer loyalty can be achieved at all in online environments. This leads to the research question on whether switching barriers have any impact on e-loyalty in pure-play retailers. The paper examines the influence of switching barriers on customer retention (i.e., e-store loyalty) and further investigates the moderating effects of switching costs and alternative attractiveness. Data were gathered via a survey of 590 shoppers of online pure-play retailers in the UK. Findings show that customer satisfaction and the two dimensions of switching barriers (perceived switching costs and perceived attractiveness of alternatives) significantly influence customer loyalty. Contrary to findings in earlier studies, it was found that switching costs did not moderate the relationships between satisfaction and loyalty nor between perceived attractiveness of alternatives and loyalty. The paper makes imperative recommendations to develop switching barriers and to foster loyalty along with suggestions for future research.

Please let me know if you would like a soft copy of the paper: dilip.mutum@nottingham.edu.my

3 comments:

The phd statement of purpose help in organizing and implementing desk and field studies, drafting research papers and policy briefs, presenting at conferences, and assisting with outreach activities and communications as necessary.

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About Dilip

Dilip is Associate Professor of Marketing with the Nottingham University Business School in The University of Nottingham Malaysia Campus. His research interests include digital consumption, social networking, strategic marketing and intercultural marketing.

An avid blogger, Dilip has also advised various organisations on their search engine optimisation and social media marketing campaigns. His research work has been published within a range of publications – both in print and online.